How to use Customer Reviews for Grow Your Business - Trending topics and information

How to use Customer Reviews for Grow Your Business

Customer Reviews

Hey... a pretty interesting topic, something that everyone keeps talking about but probably no one knows how to or most of us haven't figured out how to go about it listening to the wider voice of the customer and you know using that as a growth. What is voice of the customer? How do we use it as a growth lever? Yeah, I think the biggest thing, the shift that's kind of happened, right, is the b2b buying journey has shifted, right. If you think about the way it worked before, people would go to websites, they'd fill out forms, they wait to get contacted and there really wasn't a lot of information online about the software's people were purchasing. And if you look at today's world, right, what's happening is, you know, there's a stat out there that 90% of people are doing their own research online first and then reaching out to the companies when they're ready to talk. And so, the power has, kind of, shifted, and I don't think marketing is fully caught up to that kind of shift yet. And so, it's like, people are going on doing in their own research. Okay great, that's good to know, but like what are they actually researching, what are they actually trying to get, and the two things that we found that people are looking for when they're looking for software is, you know, peer reviews. So, like, what are people I work with saying, what are people in the industry saying, and like product ratings and reviews right. And so I think that understanding as a marketer makes the importance of review sites so much more important. Especially when 90% of the journey is happening outside of your website and outside of things you control. So really, I think, the way you can use it as a lever for your growth, it's kind of, like, start trying to influence that actual like path, right, and so getting involved with sites like G2 to get listed to get your views up. So if you think about traditional funnel of, like, you know, awareness consideration and moving all the way down that hasn't changed; just where they're doing it has changed right. So marketers need to adjust their strategy to actually be, kind of, where the people are. And so I think that's one element of it is like you need to be at the dance if you want to actually like be involved in these conversations, right, because if I go to you know site like G2 and I see two companies and one has no reviews and it's not banned and there's outdated content on it or there's one that has 500 reviews you know and it looks like there's content I can digest on there, I can read about it, like, which one am I more likely to go with. And you're hitting that person at a very crucial point in their, kind of, discovery stage, right. And then I also think knowing that peer reviews and you know ratings and reviews are some of the most important things for a b2b buyer. How do you incorporate that into the rest of your funnel? How do you incorporate that into your ads and your landing pages. People that do it successfully you know they're seeing conversion rates of like you know increases of like 200% from what you know pages without that information on it. So I think, you know, getting your head around the space and just being there is one thing but then like how do you harness that into every kind of vehicle in terms of the sales and marketing conversation that's the other one. Awesome, I think I just want to add on to what you said, you know, with our suite of products, let's say Freshservice, Freshdesk... a lot of customers we get through G2 Crowd and other review platforms, always say 'hey we find you more authentic because you have more reviews, people talking about you, are peers from let's say particular industry saying what are the positives and negatives, and you know as you said, that has definitely helped increase our conversion rates...